No, it's compared to them because people cross-shop through the strata sometimes. Comparatively, the CX-5 lags behind its competitors in everything but acceleration and handling, from the reviews I've seen. The 2016 certainly helped close the luxury gap, but the NAV is absolute crap, and it has a few other foibles, as well. It is far from "miles ahead" of any of those competitors except in driving dynamics, which may/may not matter to the potential owner (as evidenced by sales numbers).
"I can afford an X1 of GLK350, but the CX-5 gets it done and I'd really like to also buy that Jet Ski...
...and thus you have your cross-strata shopper.
^This is where the driver spends their time. CX-5 looks like "just another choice, but not as nice as some of the others". And THAT is more important to most buyers than "How tossable is this family hauler when I want to hit the apexes?!" If that were all that mattered, the Camaro would take all of the Mustang sales. The Challenger wouldn't sell at all. The Honda Oddessy would be the only mini-van that ever made a sale. The V6 RAV4 would have dominated the sales charts and not been discontinued. Etc. etc. etc. But the truth is, most CUV buyers could give a damn. That is why Mazda didn't bother making a sporty version of the CX-5 like Subaru did the Forester. THERE WEREN'T ENOUGH SALES TO MERIT IT. That is why they aren't putting a turbo in the CX5. Noone cares, or at least, not enough of someone to even worry with. The thing was designed with a 2.0L that garnered universal complaint over its sluggishness, because Mazda didn't really think it was going to be sold to people who were comparing it on its athleticism, but rather on its practicality. They went too far, though, and the 2.5L got put in soon after. Thus, even mazda's marketing seems to not favor "sporting ability".